The Clerkenwell Green Association in London is relaunching as Craft Central in a bid to give the organisation a more certain future.
Though well known within the sector, it hopes the name change, created with Anderson Norton Design, will give it better recognition nationally and allow it to campaign and fundraise more effectively on behalf of craftspeople.
Its first plan after the name change is to launch a major fundraising push to help it secure the freehold on its buildings.
Craft Central appointed Anderson Norton after the five-way pitch to oversee the rebrand, which launches today. ‘The change is part of a strategic process to be better understood and recognised,’ says Craft Central chief executive Tina Searle.
The logo design consists of two C’s folding around each other, which can be adapted depending on what finish is desired.
The Clerkenwell Green Association launched in 1970 and has about 400 members.